Brandwave

Hello vs Tom’s of Maine:Which is more popular?

In September 2026, Hello had more branded searches than Tom’s of Maine among oral care brands in the United States. Hello had about 27,100 branded searches, while Tom’s of Maine had 18,100. Hello made up 5.7% of all oral care brand searches we track, and Tom’s of Maine accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about oral care brands, Tom’s of Maine appeared in one of the five answers and Hello in none.

Among oral care brands in the United States in September 2026

Who do people search for more?

Hello, about 50% more searches than Tom’s of Maine

Hello 27.1K searchesTom’s of Maine 18.1K searches

Who does AI mention more?

Tom’s of Maine, mentioned in 1 of 5 answers, Hello in 0

Tom’s of Maine in 1 of 5Hello in 0 of 5

Follow Hello vs Tom’s of Maine and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tom’s of Maine was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hello did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Colgate1st
  2. Crest2nd
  3. Sensodyne3rd
  4. Philips Sonicare4th
  5. Oral-B5th
  6. Boka6th
  7. Davids7th
  8. Tom’s of Maine8th
  9. Marvis–
  10. +1 more
  11. Hello–
  12. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sensodyne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crest4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Colgate4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boka2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Oral-B1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Philips Sonicare1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tom’s of Maine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Davids1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marvis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hello0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about oral care brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Is Hello or Tom’s of Maine more popular in search?

This chart shows how often people search Google for Hello and Tom’s of Maine by name. Each line represents a brand's share of searches for all 15 oral care brands we track, month by month, from searches in United States.

Hello and Tom’s of Maine among oral care brands in the United States, by month

Share of searches by month for Hello, Tom’s of Maine. The figures are in the table below the chart.

View monthly share of searches table
MonthBokaMarvisSensodyneCrestColgateOral-BPhilips SonicareCocoflossHelloQuipArm & HammerTom’s of MaineDavidsBurstBite
Oct 202511.5%14%9.4%9.4%9.4%7.7%7.7%7.7%6.3%5.1%3.4%3.4%2.8%1.5%0.83%
Nov 20259.1%13.6%9.1%9.1%7.5%9.1%9.1%9.1%6.1%6.1%3.3%3.3%2.7%1.8%0.81%
Dec 202510.4%15.5%8.5%8.5%8.5%8.5%8.5%6.9%6.9%5.7%3.1%3.8%2.5%1.7%0.92%
Jan 202614.8%14.8%8.1%9.9%8.1%6.6%6.6%6.6%6.6%4.4%3%5.4%2.4%1.3%1.1%
Feb 202616.3%13.3%8.9%8.9%8.9%6%6%6%7.3%4.9%3.3%6%2.7%1.2%0.64%
Mar 202615.3%10.3%8.4%8.4%10.3%6.9%6.9%10.3%6.9%4.6%3.1%3.8%3.1%1.1%0.91%
Apr 202616.5%11.1%9.1%9.1%9.1%6.1%6.1%6.1%7.4%4%4%6.1%3.3%1.2%0.98%
May 202617.1%11.4%9.3%9.3%9.3%6.2%6.2%6.2%7.6%4.2%3.4%4.2%3.4%1%1%
Jun 202617.3%11.6%9.5%7.7%9.5%6.3%7.7%6.3%6.3%4.2%3.5%5.2%2.8%1.3%0.84%
Jul 202623.2%10.4%8.5%7%8.5%5.7%7%7%7%3.8%3.1%3.8%3.1%1.1%0.61%
Aug 202616%13.1%8.7%8.7%8.7%7.1%7.1%5.9%7.1%4.8%3.2%3.9%3.2%1.2%1.2%
Sep 202615.6%15.6%10.4%8.5%7%7%7%5.7%5.7%4.7%3.8%3.8%3.1%1.1%0.76%

How has the Hello and Tom’s of Maine comparison changed over the last 12 months?

3 findings

How did search popularity change for United States oral care brands in September 2026?

3 changes

  1. In September 2026, Arm & Hammer overtook Tom’s of Maine to rank 11th among oral care brands in the United States, with 3.8% of the searches.

  2. In September 2026, Hello lost share of searches among oral care brands in the United States, from 7.1% to 5.7%.

  3. Estimated monthly branded searches for Tom’s of Maine in the United States rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hello’s and Tom’s of Maine’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Hello

1 branded search term

  • hello toothpaste

Tom’s of Maine

1 branded search term

  • toms toothpaste

How the Brand Demand Index is measured

Other head-to-heads among oral care brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free